In today’s world of digital marketing, service-based businesses have their own set of challenges when it comes to attracting and converting customers.
Platforms like Meta (formerly Facebook) and Google provide great advertising tools, but knowing the differences between them—and how they can work together—can make all the difference.
In this blog, we’ll break down how each platform works and show you how combining Meta and Google Ads can create a winning marketing funnel that boosts your success.
What Are Google Ads?
Google Ads is a pay-per-click (PPC) advertising platform that places ads on Google’s search results pages, YouTube, and across the Google Display Network. The key strength of Google Ads is its ability to capture consumer intent—users searching for specific services or products.
When people enter queries like “plumbing services near me” or “accounting firms for small businesses” into Google, they are actively seeking solutions to their problems.
For service-based businesses, Google Ads allows them to place their brand right in front of potential clients at the precise moment they’re searching for related services. This consumer intent makes Google Ads a highly effective platform for generating qualified leads.
Google Ads & Service-Based Businesses
Search Ads: Appear on Google search results when someone searches for related services.
Display Ads: Visual ads that appear on other websites within Google’s display network, increasing brand awareness.
In particular, Search Ads can be valuable for service-based businesses because they are designed to connect businesses with people actively looking for services. These ads can target keywords based on services provided, making sure that your business appears as a top solution in search results.
What Are Meta Ads?
Meta Ads, allow businesses to target specific audiences through a variety of ad types on Facebook and Instagram. Unlike Google Ads, Meta Ads don’t rely on search intent.
Instead, they use advanced targeting AI based on user behaviour, interests, and demographics. This makes Meta Ads a great tool for increasing brand awareness and engaging with potential customers even if they aren’t actively searching for services.
For service-based businesses, Meta Ads allow them to target specific segments of the population, such as people interested in home improvement, health and wellness, or finance, which can drive interest in their services over time. Meta’s powerful retargeting capabilities also allow businesses to stay in front of their audience.
Meta Ads & Service-Based Businesses
Image and Video Ads: Ideal for visually showcasing your services, these ads are especially powerful for businesses like property developers, where stunning visuals can drive engagement and captivate potential clients.
Retargeting Ads: Serve ads to people who’ve interacted with your business in the past, driving them back to your site or offer.
Meta Ads excel at building awareness and engaging new audiences based on detailed targeting options. However, since people may not always be looking for services when they encounter Meta Ads, the ads work well in earlier stages of the customer journey, helping to plant the seed of interest.
Double the Impact: Harnessing Google & Meta Ads
While Google Ads and Meta Ads each have their strengths, they work best for service-based businesses when used together in a marketing funnel. Here’s why:
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Start by using Google Ads to capture leads with clear intent. When a potential client searches for services on Google, your ad appears and directs them to your website.
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Once potential clients visit your website from a Google Ad, you can then use Meta’s retargeting capabilities to keep your brand top of mind. By showing Meta Ads to people who have already interacted with your business, you increase the chances of conversion by moving them further down the funnel.
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This combination of using Google Ads for intent-based searches and Meta Ads for retargeting creates a more holistic marketing funnel. Google captures those actively searching, while Meta nurtures them until they’re ready to convert, keeping your services in front of them throughout the decision-making process.
However, the real magic happens when these platforms are integrated with a more holistic approach, including email marketing, website design and content creation. This not only engages your audience but also generates highly qualified leads.
At Corient Media Partners, we specialise in building comprehensive marketing funnels that combine these elements to maximise your business growth. Ready to take your marketing strategy to the next level? Book a meeting with us today!
